THE MARKETING STRATEGY ANALYSIS OF GARUDA INDONESIA IN GAINING LOST MARKET AFTER COVID-19 PANDEMIC (INTERNATIONAL FLIGHT)

Abstract

Cargo is all goods sent by air (airplane), sea (ship) or land (container truck) to be traded, both between regions or cities within the country or between countries (international) known as export-import activities. The air cargo business is an important business for the global air transportation industry. That is, the process of handling air cargo is important for airports or cargo handling agents that provide cargo handling services. PT. Jasa Angkasa Semesta (CAS Destination JAS Airport Services) is one of the cargo companies in Indonesia that provides ground services for Cathay Pacific, Malaysian Airlines, Lufthansa, and Singapore Airlines. As part of the land handling services provided, the company also expanded its business in Indonesia to become a cargo and warehouse handling service. The COVID-19 pandemic encountered by the whole world today has a huge impact to all industrial sectors, include the aviation industry. The purpose of this study is to determine differences in cargo handling at PT. Jasa Angkasa Semesta before and during the COVID-19 pandemic, comparison of cargo handling at PT. Jasa Angkasa Semesta with other airports in West Java, Indonesia and to analyze the handling of air export cargo during the pandemic COVID-19 at PT. Jasa Angkasa Semesta. The study was conducted using interview data collection as primary data and cargo volume statistics before and during the pandemic as secondary data, also using qualitative descriptive method.